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Brand Coupon Network Launches Cause-Marketing Campaign to Raise Money for Local Schools
MoreForSchools.com taps Mom-Centric market to spin coupons into cash for Schools and Brands alike
September 23, 2007 (Baton Rouge, LA) — Insightful marketers are coming to realize that women, and specifically moms, have emerged as the most potent consumer force in the marketplace. Moms make more than 80 percent of the buying decisions in the home. According to a 2004 and a 2006 survey on cause marketing done by Boston brand-strategy firm, Cone, 91% of consumers say they have a more positive image of a company or product when it supports a cause and 90% will consider switching to another company if it's aligned with a cause. With more than 31 million moms online, the Internet is proving to be a great vehicle to reach cause conscious mothers.
To align these market forces, The Brand Coupon Network (BCN) has announced the launch of MoreforSchools.com, an innovative new Online Couponing Program that enables moms with school —aged children to save on leading brands while their sons and daughters schools' benefit from each redeemed coupon.
The approach is quite simple: moms visit www.moreforSchools.com and select their school to be supported, then print out and redeem the coupons at their local grocery stores. An indigenous identification number is encoded into the barcode on each coupon which is tracked through the point of sale and on to clearing and redemption. Coupons are scanned in by the redemption center which provides redemption data to BCN. Brands remunerate BCN for the actual redemption only. In addition, valuable consumer demographic information, fraud deterrence, increased accountability and improved Customer Relationship Management (CRM) data are provided to brand sponsors.
Until now, every consumer promotion has been priced on a distribution or acquisition basis. Even other online coupon sites are remunerated based on a "per print" basis with no regard to redemption. For the first time in marketing history, BCN's tracking capabilities utilizing the Internet help facilitate a true pay-for-performance vehicle.
"Participating with More for Schools is an easy, cost effective way for marketers and individuals alike to support their children's schools while buying everyday products," said Dan Abraham, founder of BCN. "With our program, everyone wins: the schools receive twenty five (25) cents per coupon redeemed, the CPG brand gets a brand cause marketing program which is more tractable, targeted to higher spending households with children, poised to grow at an exponential rate and will raise funds for the schools on a monthly basis, not just once a year. And the individual gets to donate to their favorite cause ... their children's school."
"More for Schools online approach enables us to attract the very best brand sponsors to participate in this program, which is a viral marketers dream come true," said Doug Guyer, President of IDR, a leading Brand-Direct Marketing Company who will manage the brand partnership for the campaign. "Brands now have an online outlet that allows them to move as much product as they want, based on the number of redemptions that they contract for, while engaging mom's with children with a simple yet powerful message ... âYou Save, Schools Benefit' ... we are expecting strong retailer support."
BCN (Brand Coupon Network) is a consumer-centric vertical solution to print-controlled coupons (online FSIs), which delivers brand promotions and incentives through a variety of online tools and channels. The result of over 50 focus groups and in development for the last 5 years, BCN's online cause loyal engine and storefront approach provide for the needs of Consumers, Brands, Retailers and Agencies. More information on BCN or MoreForSchools.com, can be obtained at www.BrandCouponNetwork.com or call 1-877-7COUPON. BCN is a board member of the Association of Coupon Professionals and on its Internet Coupon Taskforce.Back to News Page